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Weston breaks Dave's Killer Bread campaign

Weston Bakeries of Toronto has begun a Canadian launch campaign for organic bread brand Dave's Killer Bread. The campaign, developed by Rethink, consists of an online video hosted by Facebook, accompanied by out-of-home advertising. The creative focuses on the contrast between the rough appearance of the bread and the nutritional value within it. The initiative also includes sampling activities conducted by SDI Marketing and public relations from Edelman involving customized recipes from chef Matty Matheson.

"Weston Bakeries is excited to break bread with a brand as unique as Dave's Killer Bread and bring bold organic grain bread products to Canadians," said Andrea Hunt, vice-president of marketing at Weston Bakeries. "Consumers are looking for exceptional tasting bread that they can feel good about eating, and Dave's Killer Bread kills it in this respect."

Weston is the exclusive Canadian licensee of Dave's Killer Bread, which is owned by Flower Foods of Thomasville, GA.